15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

15% discount on first order use coupon code: "Gut 20"

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How it all started - Our Story

How it all started - Our Story

  • ✔ Our journey began at home when our dad was diagnosed with diabetes. He has always been the kind of person who loves to snack throughout the day, but suddenly those everyday treats were no longer an option. Like many families facing a similar reality, we struggled to find snacks that were still satisfying and familiar yet nourishing enough to support his health. We didn’t want him to feel like he had to give up the joy of eating—we wanted to reimagine it. 
  • ✔ At the time, one of our co-founders was working as a professional chef and owner of restaurants in Guadalajara. When he learned about our dad’s diagnosis, he immediately went to work, combining his culinary background with a deeply personal mission. 
  • ✔ While living in Mexico and exploring his cultural roots, he kept noticing a small but powerful ingredient woven throughout Mexican culture: amaranth. It appeared everywhere in traditional snacks, decorations, and long standing rituals. Amaranth once played a major role in ancient Aztec tradition before it was banned by Spanish colonizers during their arrival in Latin America.
  • ✔ What stood out wasn’t only its colorful history, but its impressive nutritional value. Amaranth is naturally high in fiber, protein, iron, and magnesium, which support blood sugar balance, digestion, cholesterol reduction, and weight management. In other words, it was exactly what we had been searching for. 
  • ✔ The idea came together naturally: keep the tradition of amaranth alive while creating a genuinely healthy snack our dad could enjoy every day.
  • ✔ That vision is what inspired The Amabar.
  • ✔ We believe gut health is the foundation of overall health. Made with no artificial ingredients and packed with fiber, protein, and iron, The Amabar helps you fuel your day, hit your macros, and support your gut every single day.
  • ✔ What started as a treat for our family is now a snack we’re proud to share with yours.
Story of Amaranth

Story of Amaranth

Native to Latin America and cultivated for thousands of years, amaranth is an ancient herb that can grow up to two meters tall. It features spinach-shaped leaves and vibrant, plume-like flower heads that produce tiny but powerful seeds.

Amaranth’s most well-documented history comes from the Aztecs, who valued it as highly as maize. Beyond everyday nourishment, amaranth played a central role in rituals, foods, and ceremonial drinks. It was often formed into effigies using amaranth dough and honey, then consumed as an act of prayer and connection with the gods.

When the Spanish arrived in the Americas, amaranth was banned due to its religious significance. Its cultivation was outlawed, farms were destroyed, and those who continued growing it were punished. Yet amaranth could not be fully eradicated. Through quiet resistance, communities preserved the seed, passing it down across generations as a symbol of resilience.

Today, amaranth is experiencing a revival within Mexican culture. It appears in traditional decorations and a wide range of foods, from tortillas and flours to sweet treats, honoring its past while bringing it into the present.

Social Impact

Social Impact

  • ✔ We are committed to keeping the long standing tradition of amaranth alive.
  • ✔ As more farmers move away from amaranth due to its lower profitability, this ancestral crop and the communities behind it are at risk. That’s why we support farmers and organizations dedicated to preserving its cultivation.
  • ✔ One of these is Mujeres de Amaranto (Women of Amaranth) in Oaxaca, an organization that creates meaningful employment opportunities for women in the community (see image).
  • ✔ We also support groups like Alma of Transformación de Alba, a family of amaranth farmers whose livelihood was devastated by a fire. Our contributions help them rebuild and continue growing this vital crop.
  • ✔ Learn more in our Giving Back section.
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